7 responses to “Is Anybody PURLing?”

1. Jonathon Grapsas says:

   May 5, 2011 at 1:14 am

   Hi Tom

   We tested this recently.

   Here’s a post I write it pre-test.

   The upshot was there wasnt a lot of income generated through the PURL.

   However, donors who received the PURL on their response form generated more income overall.

   I suspect the PURL alerted them to the personalised page itself, but donors then chose not to necessarily donate via the PURL but instead through the org’s generic landing page, or through the mail response form.

   So all in the all the advent of the PURL seems to have spiked income, if not actually through the personal page created.

   Next up we’re planning on testing QR codes, with PURL’s buried in them. So scanning the QR code will take people again to a personal page on their smartphone/tablet.

   Cheers
   Jonathon

2. Brian Weiner says:

   May 5, 2011 at 8:55 am

   Good Morning…

   The One to One Group has been actively and aggressively using pURLS for the better part of the last two years. Since then, we have generated hundreds of thousands for our clients.

   We have found, with rare exception, that the greatest lift from these resources comes from dialogue within a closed community. That is, by way of one example, an internal fundraising appeal with a large employee base. One of our most recent, and highly successful pURL efforts, has been deployed as the primary resource for an employee giving campaign (similar to a United Way appeal) inside a large healthcare institution. In the two years we have run the campaign for them using predominantly pURLS, we have seen the appeal grow exponentially, to the point where it is now approaching a $100,000 yield and participation rates of 15-20%…amazingly high for this sort of an appeal. Cost per dollar raised is pennies, and we marry it to a highly unique video that defines the effort.

   Reaching outside a closed community, no matter what the cause, is more challenging. The younger the gross audience, the better the level of response (i.e. – academic candidates for higher education).

   pURLS, like every other arrow in the communicator’s quiver, have their appropriate purpose. Understanding when to reach for that tool makes the difference between success and failure for the client.

   With kind regards,
   Brian Weiner, President
   The One to One Group
   Sarasota, FL

3. Sheetal Persaud says:

   May 5, 2011 at 2:01 pm

   Hi Tom,

   I always find discussion of PURL’s in conjunction with direct mail a little bit ironic. Here we are trying to figure out how we can make the online experience from a letter be more personalized. But most of the time, my online experience from an email isn’t personalized. How many times have you clicked on a donate now button on an email and been brought to a blank donation form with no information about you pre-populated on that donation form (not even your name!). The likelihood is if an organisation has my email, they also have my name, my address and my giving history. Yet I’m, always confronted with that same, dull donation form with a generic ask for a generic donor.

   This is partly the fault of technology. Most non-profits have siloed email management system, direct mail databases and donation form technology so there is simply no way to pre-populate a donation form with donor information. But as I watch organisations trying to get PURL’s working with their DM programs (and investing in doing so) I can’t help they’re missing an obvious and more natural opportunity with email.

   Thanks,

   Sheetal Persaud
   Fundraising Consultant, hjc

4. Brian Weiner says:

   May 6, 2011 at 5:45 am

   Sheetal…

   ALL of our campaigns deliver you via pURL to a populated donation landing page. Many, perhaps still most, do not because the prospect is electronically transferred from the pURL to the organizations OWN e-commerce page, which is often outside the control of the pURL development team. We have developed scripts so that is not an issue.

   So, that “de-personalization” is not an absolute…keep the faith…it IS out there and some of us use it all the time.

   Regards
   Brian Weiner, President
   The One to One Group
   Sarasota, FL

5. Stephen Horstmann says:

   May 12, 2011 at 3:24 pm

   I really enjoy your blog article. And the answer is yes! We, at BullsEye Marketing Systems have been Purling very successfully for 5 years in commercial, non-profit, government and Education. Purls drive on-line interaction which is cheaper for the brand and more convenient for their audience.

   Here is a snapshot of a non-profit Purl campaign, we did with one of our creative partners:

   THE CHALLENGE
   In the past year, the Virginia Sheriffs’ Institute (VSI) direct mail fundraising program has rebounded. But, little headway had been made to build a supporting online relationship. In fact, VSI didn’t have a single email address from their membership. Only recently had the organization begun to offer and promote the ability to donate online. Our creative partner, BMD was challenged to launch a comprehensive multi-channel experience.

   To begin, BMD sought to use online tools to acquire valuable data on an individual and cohort basis. These preferences were captured and ultimately channeled into VSI’s email marketing platform in order to drive downstream one-to-one communications.

   STRATEGY
   BMD utilized BullsEye Marketing System’s Personal URL (or PURL) microsite technology which offered members a secure, personalized web page to visit and directly engage with VSI.

   Each unique PURL includes the recipients’ name in the web address and instantly engages visitors by creating compelling, fully-customized online content.

   BMD chose to launch the PURLs in conjunction with VSI’s Spring and Fall Newsletter with four primary goals:
   1. Acquire email addresses organically;
   2. Secure online donations;
   3. Capture valuable information to drive future communications; and
   4. Provide access to their Profile and local Sheriff

   Initially, once the member logged on to their personalized microsite, we asked them to provide their email address and offered a free VSI license plate frame as a backend premium. In the second edition, we called on the member to answer a Survey.

   THE FIRST RESULTS
   BMD obtained valuable hard and soft data in order to ascertain what resonated most with the membership. In particular, we discovered the issues most important to the membership:
   • Training;
   • Death Benefits to the family of Sheriffs or deputies killed in the line of duty; and
   • Public Outreach.

   More statistics at a glance:
   • 66% of PURL visitors submitted an email address
   • 20% of visitors went to the VSI website donation page
   • 63% of Donation page visitors completed the donation form
   • 84% of visitors completed the survey
   • Online donations attributed accounted for nearly 25% of costs
   • 102% increase in overall net revenue compared to the previous version

   EVOLUTION of PURLs
   As a result of the success of the first PURL campaign, BMD next offered additional personalized content including:

   • Maps to the local Sheriff’s office;
   • Ability to update their membership records online; and
   • State Delegate information and Legislative updates.

   The Results:
   • 83% of unique visitors answered our Survey
   • 52% updated their Membership Profile

   The two Newsletter PURL campaigns were so well received that numerous members contacted headquarters with detailed comments and to say have they have bookmarked their personalized page in anticipation of future content.

   The average donation was higher through the PURL than the responses that were submitted traditionally and donors acquired through the purl also donate more than traditional donors on an annual basis.

   Thank you again for bringing up this interesting topic.

   Stephen F. Horstmann
   President
   P: 484-356-2240 x209
   —————————————————————————————–

   Making Direct Response Interactive
   http://www.bullseyemarketingsystems.com • BullsEye Marketing Systems • 1157 Phoenixville Pike, Suite 107 • West Chester, PA 19380

6. Virtual Agents says:

   May 16, 2011 at 2:42 am

   Wow! Interesting results from Stephen. PURLing is really effective in helping you understand your clients and also helps you understand the value of your marketing money and what is being effective to drive you results.

7. Meg says:

   May 23, 2011 at 12:28 pm

   Hi Tom,

   My organization does not use PURLs, but I recently received direct mail from my alma mater with a PURL. I went to it and completed the brief survey they had there (3 multiple-choice questions) – but mostly because I want the free travel coffee mug they said I’d get for doing so!

   I’m curious to see how this trend progresses!

   Meg